The aim of this essay is to critically review social media marketing and to analyze the reasons behind its success.

1. Social Media Marketing
There has been a huge explosion in business social media marketing, used to
engage effectively with consumers and as such, there is a lot of research and
literature on the impact of social media on organizations. This has been
brought about by the remarkable increase in the progression and adaptation of
technology, demanding that businesses rethink their digital marketing
strategies. The aim of this essay is to critically review social media marketing
and to analyze the reasons behind its success. The essay further aims to
discuss the models and frameworks that support successful social media
strategies for organizations, both large and small.
This essay offers a platform that would enable the reader to understand the
need for this research and also provides a background about recent
developments both in the industry and in research circles with respect to social
media branding.
The rapid development of technology, and the reach of such technologies at
affordable costs, have revolutionized the ways in which businesses operate
today. The Internet is being used by millions of people at this very moment;
therefore these technologies have led to a paradigm shift in the way that
communication happens. Business reputation and presence in a market is
more driven by ‘social media’.